News

Wendy’s heats up french fry wars

April 10, 2011

Wendy's has gained enough confidence about its new natural-cut sea salt french fries to conduct a taste test against McDonald's, which has earned Zagat's Best French Fries distinction three years in a row.

In a blind taste test conducted in eight cities, 56 percent of consumers said they preferred Wendy's new fries, which launched in November. McDonald's received 39 percent and 4 percent had no preference.

"We're taking on the giant -- McDonald's -- with our natural-cut fries with sea salt," said Ken Calwell, Wendy's chief marketing officer. "Consumers are noticing we have completely new french fries, and we're thrilled with the early results."

The french fries are made from 100-percent Russet potatoes and sliced with the skin on for added taste. They're then cooked in a proprietary oil and dusted with sea salt.

Wendy's revamped fries were developed specifically to meet consumer demand for higher quality. The fries are just part of the chain's menu upgrade to embrace this objective.

With the past year, Wendy's has launched a new line of premium salads, added Nestle Pure Life to its beverage list, rolled out breakfast items and is testing fruity Frostys, thicker burgers and a North Pacific cod sandwich.

Shortly after the launch, Wendy's fry unit sales increased 16 percent.

Wendy's is attempting to continue this momentum with a marketing push with a message that will focus more on being unique rather than better. New commercials will air starting this week that feature customers discussing why the new french fry recipe is better.

Also, conversely, as Wendy's touts its natural-cut fries, another quick-service competitor -- Jack in the Box -- recently transitioned from natural-cut to a crispier version french fry.